Dance group stretches in move

When nonprofits want to boost audiences and expand their donor base, they typically hire a marketing firm or a development consultant. Giordano Dance Chicago took more drastic steps: It changed its name and left its home of 49 years.

The company, which celebrates its 50th anniversary Saturday night, was established as Dance Incorporated Chicago and became Gus Giordano Jazz Dance Company in 1974. The name was more appropriate then, when jazz dance was newer and people understood the distinction between jazz dance and jazz music. As dance styles blurred, the name became a hindrance: “People were confused from a musical perspective,” says Michael McStraw, executive director. “They thought we danced only to Miles Davis or Sarah Vaughan.”

The move was even more jarring. Giordano Dance Chicago left a large studio owned by the Giordano family in Evanston for smaller, shared rehearsal space on South Michigan Avenue. Moving was bittersweet, says Nan Giordano, artistic director and a daughter of company founder Gus Giordano, who died in 2008. “There was some adversity and some things I couldn't control,” Ms. Giordano says.

Still, it was necessary—the Evanston building was sold to settle her father's estate—and it exposes the company to more donors. “This was a dream of my father's. It's why he put 'Chicago' in the name,” she says. “We're on the pulse now. We're accessible to people, to funders.” She adds that it's too soon to gauge the effect of the move and name change on donors and patrons. The company has done only two shows at Harris Theater in Millennium Park since the move.

As Giordano Dance Chicago celebrates 50 years, Ms. Giordano marks 20 years as artistic director. The appointment, made 15 years before her father died, came as a surprise.

“My dad came to me one day and said, 'You're going to be artistic director,' “ she recalls. In those 20 years, she's made it her mission to “elevate the company to a higher level and make it bigger than my father as a man,” she says. She also has added business expertise that didn't exist when her parents ran the fledgling dance troupe from their dining room. Even before her appointment, Ms. Giordano established a board of directors.

She also has kept the company's repertoire contemporary, a move that resonates with big donors. “They have grown as a dance organization. There's more experimental work; they're using more rhythm in their work,” says Pam Crutchfield, honorary chair of Saturday's gala. “There's more of a modern twist.”

Ms. Giordano says the company commits to staging four new works a year. The gala program, in fact, includes a world premier, “La Belleza de Cuba,” by Liz Imperio, a choreographer who has worked for Jennifer Lopez, Madonna and Gloria Estefan.

Past galas have grossed about $75,000. Saturday's is expected to bring in $100,000, or nearly 10 percent of the company's approximately $1 million operating budget. In addition to the 50-year milestone, another reason for the boost is a first-ever opportunity for donors to peek backstage before the performance.

A $500 VIP ticket gives donors access for more than an hour before the show. Perks include Champagne, a buffet dinner, a talk with Ms. Giordano, Ms. Crutchfield and Ms. Imperio about the evening's program, plus participation in the Circle, the 16-member troupe's pre-performance ritual in which they hold hands and chant. Only 50 backstage tickets were available and, as of press time, almost all had been sold.

It's a move that has Ms. Crutchfield leaping for joy. “I've never been backstage before,” says Ms. Crutchfield, a Giordano Dance Chicago supporter for about 15 years. “You sort of envision what might be going on. I want to see exactly what they do. I wouldn't miss it for the world.”